The Exhibition Quietly Changed Its Face In The Name Of Communication.

　 CHIC China International Clothing and accessories fair, which opened the door of China Fashion Exhibition in 1993, has been going on for 18 years, represented by CHIC.

Accompanied by CHIC The emergence of the Chinese clothing stage has appeared in Ningbo clothing and accessories fair, Humen International Fashion Fair, Shenzhen international brand clothing fair. A series of exhibitions promoted the development of the garment industry, and played an indelible role in the transformation and upgrading of China's garment industry.

Up to now, as the representative of the clothing exhibition, CHIIC is also approaching the age of 2 heads, and the domestic exhibition has also reached its own upgrading stage. After observing the rise and fall of foreign exhibitions, we found that the international fashion show is quietly changing its face. 　　

International Viewpoint

BREAD&BUTTER exhibition of young and fashionable international gatherings

The BREAD&BUTTER apparel trade fair was first established in Germany in 2005, and has two sessions in the summer and winter. However, due to the venue problem, the exhibition was held in Barcelona for 4 years. In July 2009, BREAD&BUTTER returned to Berlin, Germany. This exhibition can be said to be Europe's largest fashion and fashion brand exhibition. The exhibition includes sports, leisure, street, cowboy, function and so on. Each session will attract more than more than 500 brands to participate in, and the scene is very grand. The next BREAD&BUTTER exhibition will be held in from January 19 to 21, 2011. The venue is still at Berlin's Hof International Airport.

2010 spring and summer B&B

During the from July 1 to 3, 2009 Berlin fashion week, BREAD&BUTTER streets and cities. Clothing trade The exhibition was also held in the same period. There were 567 brands and designer brands, including the famous brands Nike, Adidas, Reebok, Reaves and so on. The exhibition will be held at the famous Tempelhof airport in Berlin. The exhibition hall is divided into 7 exhibition areas. Each area represents a display concept. It is divided into: sports and street clothing exhibition area (sport&street), street fashion dress exhibition area (Streetfashion), fashion dress exhibition area (Fashionnow), social style dress exhibition area (Stylesociety), cowboy basic dress exhibition area (Denimbase), urban senior women's wear exhibition area (Urbansuperiorwomen) and city senior men's wear exhibition area (Urbansuperiormen).

According to statistics, the number of visitors on the first day has reached about 25 thousand. It is estimated that in the 3 days, the exhibition will attract 40 thousand to 80 thousand spectators. Most of the spectators attending the BREAD&BUTTER show are professionals related to clothing trade. The exhibition site presents a busy atmosphere for business negotiation.

The audience of BREAD&BUTTER clothing trade fair is from around 100 countries around the world, of which more than 1/3 are from Germany. The largest number of overseas countries were Italy, accounting for 13% of the total number of visitors to the exhibition, followed by Belgium, Holland, Luxemburg economic alliance (9%), Britain (7%), Spain / Portugal (5.5%), France (5%), etc. The audience in Eastern Europe and Russia also appeared in the exhibition, accounting for 4% of the total. The rest also have audiences from the United States, Canada, Brazil, Japan, Korea, Australia, China, Hongkong, China and India, accounting for 6% of the total number. {page_break}

The important buyers of the exhibition are the world famous department stores, including Paris spring department store, London Searl rich department store, New York Messi department store, Japan's Yi Dan Dan department store and so on.

Internationally influential fashion industry media are also gathered here, such as the women's wear daily, fashion magazine, Elle magazine, fashion trend analysis provider WGSN, etc.

2011 spring and summer B&B

In from July 7 to 9, 2010, the world's leading Street and urban fashion show 2010.

The BREAD&BUTTER exhibition was held in Berlin. The exhibition adheres to its consistent aim: the best brand, the best buyer and the best business. In the three days, it attracted 650 brands, designers and retailers, including the famous brand lacoste, Nike, Adidas Reaves and so on. There are more than 100 countries and regions from the audience to visit and trade negotiations, of which 35% of Germany's local audience, the rest of the countries include Italy, Ho Bi Lu, Spain, Portugal, France, Sweden, Russia, the United States, Canada, Japan, Australia and so on.

The exhibition is still held at the historic Dan Bo Hoff (Tempelhof) Airport in Berlin. Each brand displays its 2011 spring and summer leisure fashion costumes in the 9 exhibition areas. These 9 exhibitions include sports and street, street fashion, cowboy foundation, senior urban men's wear, and senior urban women's wear.

Conclusion: B&B is the largest fashion and fashion brand exhibition in Europe, and its brands are famous internationally. The quality of spectators who come to visit and negotiate is constantly improving, especially more and more international buyers are involved. The exhibition area of BREAD&BUTTER is very large. If you want to visit the whole exhibition, it will take at least two days. All the booths are very glaring, which is very different from that in the United States. Most of the exhibition booths were arranged with DJ entertainment, plus cocktail, sofa and fashion models, giving people a visual and sensory feast.

In addition to frequent customers like Nike and Adidas, the exhibition also attracted many designer brands, which showed new ideas. It can be said that BREAD&BUTTER adheres to the principle of "pleasure and interest" and combines creative inspiration with business.

Germany's fashion market is huge and important. The media like to watch shows, but many practical business transactions have been made at the exhibition in Berlin.

In the past 4 years in Barcelona, the trade show can bring great benefits. The commercial value of the exhibition is about 80 million to 100 million euros. By hosting BREAD&BUTTER, the local government can make profits through hotel reservation, taxes, medical treatment and so on. Klaus Wowereit, mayor of Berlin, said he hoped BREAD&BUTTER could inject about 120 million euros into Berlin's economy.

Domestic viewpoint

Changing face and communication become the main theme

Perhaps 18 years ago, the earliest founder of CHIC could not fully understand all the results and all the functions that an exhibition could bring. But after opening up the first stage of the clothing exhibition, the exhibition has already become a link in the indispensable industry chain of the garment industry, and has become the promoter of the development of the garment industry.

Where is the competitiveness of China's clothing industry? There may be many answers, but there is one thing that can not be ignored. That is, the industrial clusters in the region have made the Chinese garment industry form their own low cost under high efficiency. The industrial cluster saves its "biggest" cost for garment enterprises with its own industrial chain. One of the important functions of the future exhibition development is to build a platform for the brand to build its own efficient industrial chain.

China's exhibitions have been in line with foreign countries for a long time. Trade function has become an important criterion for measuring the exhibition. Nowadays, when many famous exhibitions in foreign trade are fading away, our efforts to achieve trade volume have gradually dropped out of the main theme of the exhibition, and some potential commercial interests in the mode of communication have gradually become the reason for the exhibition organizations and participants to gather together. The BREAD&BUTTER exhibition, which is gradually popular in Germany, is a representative. "This is exactly what CHIC has been doing." Chen Dapeng, executive vice president of China Apparel Association, is talking about

BREAD&BUTTER is so popular and the exhibition is transformed. He believes that the exhibition has shifted from heavy field trading to heavy field exchanges. He said that the exhibition will develop into a carnival like gathering in the clothing industry. At this gathering, people in the clothing industry will exchange here to find their upstream and downstream partners, channel partners and get fun and interests at this party.

Building an integrated industrial chain platform

In today's times, many reasons for success lie in the smooth communication and communication has become the main theme of this era. An exhibition of the platform gathered by practitioners in every aspect of the garment industry is mainly reflected in the collaboration of the industry chain that enables enterprises to find their own efficiency and strength.

As the early China (Humen) International Fashion Fair in China, it also enjoys a high reputation in the industry. Humen is an industrial cluster with relatively complete industrial support. In the small circle, it has gathered the clothing business circle, the surface accessories business circle, the ring high speed new business circle and the Humen International Garment Machinery City which just opened last year. This feature is also reflected in the annual Humen (International) Clothing Fair.

At the Humen Clothing Fair, there are not only large-scale clothing brand exhibition areas, but also the surface accessories exhibition area, and the scale and scale of the exhibition area are expanding and upgrading year by year.

Ming Sheng button has been operating in Humen for more than 15 years. At present, there are many exclusive stores all over the country. Taking its participation in the 2008 trade fair, for example, the brand had 4 booths and spent tens of thousands of yuan to decorate it carefully. Mr. Bosheng told reporters that business in 2008 was much higher than that in 2007. The reason is that more upstream enterprises have found them through exhibitions, and cooperation has begun on the exchange platform of the exhibition.

In addition to Humen's local accessories enterprises active participation, enterprises from neighboring and other industrial clusters often appear in Humen trade fair.

The person in charge of the Silver Arrows sewing machine company from Humen, who has participated in several Guangzhou trade fair, said that every year, exhibitors in Humen had a lot of achievements. Participating in the exhibition in Humen is more conducive to strengthening communication and contacts with the local garment enterprises and the surrounding enterprises. Several sessions of the exhibition have added more than 100 new customers from Humen's surrounding areas and Huizhou, Zhaoqing and other places. These customers may not immediately make the order at the exhibition, but they will form a cooperative relationship after the exhibition. The opportunity for the exhibition to bring opportunities to the enterprise is exactly what an enterprise such as a silver arrow needle truck needs.

In 2009, the Humen apparel trade fair, the Haining Haining warp knitting industry park management committee organized the first time the fabric manufacturers to participate in the exhibition. On the platform of Humen trade fair, it launched a deep communication with the local garment enterprises in Humen. {page_break}

The same is the 2009 Humen trade fair. The Korean Chamber of Commerce organized more than 40 fabric enterprises and more than 10 garment manufacturers to investigate and exchange in Humen.

"The Humen Clothing Fair has been working for so many years, and the organizers are also discussing the transformation of the pattern. Exhibition is not only a platform for promoting products, but also a platform for enterprises to exchange and promote each other. For example, docking between fabric enterprises and garment enterprises, international cooperation, cooperation among enterprises and trade fairs have played a catalytic role. Tan Zhiqiang, director of the economic and Trade Office of Humen Town, who is in charge of the Humen trade fair, said.

Channel construction is also an important part of the integration of the industrial chain. Yi Xun is a local brand in Humen. It has participated in the Humen Fair for many years. At every session, enterprises have been rewarded, especially in the development of brand channels. "Last year, through the fair, we recruited two regional agents, and nearly fifty or sixty shops were paved through the information channels of the exhibition." Zhou Haiyang, director of clothing and marketing, confirmed the positive effect of Humen Trade Fair on brand development through an example.

And, as everyone knows, Humen's native brand, YISHION, will use every trade fair to display its brand image to attract more agents' attention.

Ningbo is known as the hometown of "red gang tailors". China's first suit, the first Chinese tunic suit, the first Western-style clothes shop and the first suit cutting book are all from Ningbo. Such heavy clothing "history", coupled with the 14 years' precipitation of the Ningbo Clothing Fair, has gradually grown into a famous exhibition in China's clothing industry. At the same time, the purpose of the exhibition, which was set up at the beginning of its founding, is to further strengthen exchanges and cooperation with the domestic and international garment industry.

The fourteenth Ningbo Expo is the best example. Whether the exchanges between the front brands and agents, the exchange of brands and the media, or the initial contact between merchants and target enterprises at the first international buyers' order meeting, have undoubtedly fully released the "energy" of the exhibition.

Li Qiming, vice president of Ningbo Shanshan Limited by Share Ltd, said in an interview with reporters that most of the exhibitions in China have the functions of transaction, communication and image display. However, with the development of the garment industry, the role of exhibition exchanges has become more prominent. Li Qiming told reporters that with the observation of successive years of Chinese fir, the role played by Ningbo Expo is obvious. However, Li Qiming also said that today's domestic exhibitions should focus on two-way interaction. "Participation can not only wait for customers to come to me, but also to set up a exhibition area for customers, such as agents exhibition area, shopping arcade exhibition area and media exhibition area. Brand can interact with them at any time, and communication and communication is more convenient and targeted."

This year, the Tenth China (Shenzhen) international brand clothing and apparel trade fair and 2010 Shenzhen international textile fabrics and Accessories Fair were held in Shenzhen. This exhibition subdivides 10 professional exhibition areas, and more than 700 exhibitors from all over the world participate in the exhibition. The exhibition covers clothing, design, creativity, garment making equipment, processing trade, textile accessories, international brands and other fields. In addition, there are also large-scale events such as opening and closing ceremonies, more than 40 shows, and a number of professional forums held in the same period. It provides a platform for product display, procurement negotiations and information dissemination for the upstream and downstream enterprises of the garment industry, and realizes the interactive display and communication of the complete garment industry chain. Business benefits and investment results were particularly notable. The exhibition signed more than 3000 brand agents and joined up cooperation agreements, with a turnover volume of nearly 12 billion yuan.

The fair received 120 thousand visitors, of whom more than 100 thousand were the first time. Trade associations or chambers of Commerce from Beijing, Hangzhou, Nantong, Chongqing, Hongkong, France, the United Kingdom and Japan have organized several business negotiation tours. Tens of thousands of garment distributors, agents, retailers, buyers, shopping malls and other relevant personages are actively involved. The holding of professional forums such as department store forum, franchisee forum, design creativity forum and other professional forums will build a bridge for communication among many people in the industry.

Many domestic exhibitions coincide with each other in the development process of the exhibition. They have chosen to build a platform for cooperation between upstream and downstream enterprises by means of communication. It has proved that only in this way can enterprises exhibiting exhibit substantial benefits at the exhibition.

Shaping image communication culture

Humen Service Trade Fair Since its first session in 1996, after 15 years of development, it is now a bright city card that best represents Humen's characteristics. When it comes to Humen, the first thing we think of is Humen trade fair. Humen and Humen Trade Fair has become an inseparable part of the whole.

As an annual event in Humen, Humen town government is making every effort to create "Humen trade fair" to brand it.

It is worth mentioning that every opening ceremony of the Humen Trade Fair will be accompanied by a grand performance. Many domestic and international fashion stars and entertainers are on the stage. As time passes, this has become another expectation of many people to Humen trade fair.

The Humen trade fair also shows many high quality forums during the fair. Taking the fourteenth Humen trade fair as an example, there were 8 forums and seminars in 4 days, 5 of which were national or international high specification forums. It includes the first China Humen industrial upgrading equipment first market forum, the China Clothing Industry Summit Forum - the new environment and winning way for small and medium-sized enterprises, the seminar on textile and garment business models, and the costume designers forum of China and France. In these forums, many experts, scholars, senior managers and famous designers who are related to the clothing industry at home and abroad have gathered a lot of practical countermeasures in fashion, policy and management. In particular, the fifteenth session of the clothing trade fair, which has just ended this year, is a macro discussion on the upgrading of the garment industry around the macro economy and its impact on the current clothing industry. Another 2010 national textile standard and Quality Symposium is also dominated by the textile industry association's Textile Information Center. During the Humen trade fair, the latest trends of international textile standards and international standards, testing techniques and laws and regulations are discussed. The doubts and difficulties of textile enterprises in standards and testing, and how the enterprises participate in the formulation of standards, are discussed in the Lang Xianping convention.

These forums have a first-class level in terms of scale and scale. They are the manifestation of soft power in Humen trade fair, and have a strong role in promoting the establishment and influence communication of Humen trade fair.

In fact, the Ningbo Clothing Fair has also made great efforts to highlight the culture of clothing and clothing in recent years. For example, in the Eleventh Ningbo costume Fair held in 2007, the Ningbo municipal government first put forward the idea of "three services and one city", which is aimed at upgrading the clothing industry in Ningbo, spreading the culture of Ningbo's clothing and innovating the Ningbo fair. And this concept is also a landmark event in improving the clothing culture in the history of Ningbo Expo.

More meticulously, the core of "three services and one city" lies in the promotion of clothing industry, clothing culture, exhibition and Ningbo city. The spread of Ningbo's clothing industry and culture has become an excellent means of city marketing; and the advantageous resources of Ningbo's brand will also create a healthy development atmosphere for Ningbo's clothing industry, thereby enhancing the brand image of the garment industry and deepening the cultural connotation of the clothing brand.

From the fourteenth Ningbo Clothing Fair, the fashion culture highlighted by the exhibition has been pushed to a new height. For example, in the "Taiping bird fashion wind Ningbo series selection" campaign, the introduction of the "ten fashion designers, ten fashion women's clothing, ten fashion events" selection, interpretation of Ningbo's new interpretation of fashion. For example, at this Ningbo Clothing Fair, the organizers also organized the youth fashion culture festival of China (Ningbo) in a trendy fashion, releasing the fashion trend of Chinese youth and expanding the connotation of Chinese youth fashion culture.

It seems that in the situation of fashion and culture becoming more and more popular, putting the two into the "body" of exhibition will become a wise choice for exhibition. {page_break}

Apart from the grand opening and closing ceremonies, all the major brands in Shenzhen will also hold creative fashion activities. The 15th anniversary celebration of the Ernie brand will be held at the opening ceremony. The closing ceremony hosted by the Hongkong Classic women's clothing brand "Mondial Al" will show the unique and graceful brand culture of "Mondial El" in a completely new way, new form and rich artistic characteristics. In addition, Mass Phil, Shenzhen's famous women's wear brand, pink wardrobe and Theme/CSLR staged a wonderful fashion show during the tenth Shenzhen trade fair. At the same time, many famous fashion brands at home and abroad will be unveiled at the tenth Shenzhen Fashion Fair, such as Ying, Fei Ying, Shi Fangyuan, ETHNE, Korea, FLYWITHME, ETHNE, Korea, and so on.

The Organizing Committee of the fair also held the first-line brands and famous designers at home and abroad. It adopted the internationally accepted T standard and the top performance lineup to fully demonstrate and display the concept of dress culture and fashion, and display the fashion trend at home and abroad. A number of high level fashion shows will inspire the audience to feel the most avant-garde fashion and trend.

A comprehensive survey of the development process of domestic exhibitions has gradually changed. The exchange and cultural dissemination has replaced the trade oriented exhibition. The future exhibitions will be more wonderful with the reputation of communication. Perhaps when the exhibition develops into the fashion Carnival of the industry, China's clothing industry has entered a higher stage of development. All exhibitors will have a pleasant experience and meet their respective interests.

Expert line of vision

Out of homogenization from "real" and "virtual"

Domestic exhibition positioning still converge

"The exhibition in China is already overflowing." Zhang Zhe, general manager of Shanghai morning brocade dress consulting company, looks at the fact that the number of existing exhibitions can not be much larger than the size of the clothing giants. However, because most of the domestic clothing exhibitions are located in convergence, the problem arises: only a few exhibitions are well done, such as the CHIC exhibition in Beijing, the Shenzhen fair, etc. more exhibitions are in a miserable situation, and some old local exhibitions are also declining.

He analyzed that the positioning of domestic exhibitions was determined by the market pattern of domestic garment enterprises. Most garment enterprises in China, especially those facing the national market, are mostly franchising and agency channels. It is this channel mode that determines the mode of the exhibition, and determines that the domestic clothing exhibition will be held only once a year, because for enterprises, it is enough to participate in a business invitation once a year; some foreign exhibitions can be run two times a year, such as spring, summer, autumn and winter. From this perspective, the domestic exhibition is like the most popular "blind date conference" in the current media. Enterprises should attract new franchisees to enter. This exhibition focuses on "bustling" and "scenes"; while overseas exhibitions are more like "old lovers' appointments", they should not be too noisy, but they must have atmosphere and new ideas.

Zhang Zhe said that the biggest foundation for supporting investment shows is the emergence of a large number of growth brands. They urgently need to expand rapidly and increase market coverage. From this point of view, CHIC is faced with the huge clothing market in China, and there is no shortage of such brands, so the annual exhibitions are very successful. At the same time, Shenzhen clothing has developed a strong momentum in recent years, and a large number of growth brands have sprung up. Therefore, the Shenzhen Fair has also done well. In contrast, some other local exhibitions, because the local clothing industry has not changed much, every year the main actors are several old faces. Their demand for expanding the market is not large. Therefore, such exhibitions are more "form than content", and there is a taste of "enterprise setting up, government singing opera".

Zhang Zhe said that the positioning of domestic exhibitions is determined by the market development mode, and that changes will not be achieved overnight. But in the long run, we must go out of the quagmire of homogenization competition and develop towards diversification.

Ma Chunlin, general manager of Shanghai only good (International) brand management organization also believes that the current domestic clothing exhibition, especially some local exhibitions, its single function can no longer meet the needs of enterprises. The exhibition organizers must understand the needs of enterprises in various ways and levels, so that the exhibition and enterprises can achieve better docking.

From "pragmatism" to "retreat"

Li Kai Luo, President of Bi LAN International Investment Consulting Co., believes that the current fashion show presents a trend of "pragmatism" to "retreat".

The biggest word used by the media is the "turnover". The success of the exhibition is how many billion dollars it has been sold. Although most of them are not too serious because of the large water content, at least, the purpose of the exhibition is to go to the transaction or to conclude the transaction agreement, or to cash the spot. But in recent years, with the continuous development of the economic form and the progress of information technology, the entity exhibition is also changing unknowingly. There are less transactions in the exhibition site, and more things are needed to "retreat".

Nowadays, the concept of exhibitors has changed greatly. The purpose of mature enterprises' participation is not to win more franchisees, but they are usually not real products of the season. They are not even the current brand image or corporate image. It may be something that is very "empty" for the future. This "virtual" is not a "weakness" of weakness, rather a soft power related to the brand's future development.

Developing enterprises focus on brand image and corporate image. Finding suitable affiliate agents is still an important goal for exhibitors, but they will not decide what to do at the exhibition site. Of course, there will be some enterprises to show the new products of the season. Seeing that those booths are closed, tense, and strictly preventing the exhibitors from entering the trade, it goes without saying that the new enterprises have just entered the road.

The content of exhibitors and exhibitions has changed, and spectators are also changing. The veteran affiliate business is starting to be empty, no longer stare at product details and booth decoration, pay more attention to market trends, brand development concept, business model and team potential, listen to the forum, take a look at the press conference, take part in various dazzling activities, feel the flow and find business opportunities. As a professional representative of the enterprise, the professional spectators are also starting to be empty. They no longer think about copying the money like a spy, learning the decoration of the house, but by discovering the "empty" things behind the hard display so as to find inspiration for their brand development.

The exhibition will be "empty" and easy to participate. It may indicate the beauty of the exhibition tomorrow.